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DRTY Drinks says the hard seltzers category, which is almost two-years-old in the UK, still “raises many questions” among UK drinks experts and consumers. The report aims to provide detailed category insights, as well as predictions for the future of hard seltzers, the brand added.
The DRTY Hard Seltzer Handbook covers the category’s origins, brands in the market, expert opinion, consumer demographics, case studies, market size, and future predictions.
Some key stats and findings from the DRTY Hard Seltzer Handbook are:
- Current UK market value is £10.4m and based on its growth so far, its potential market value is estimated at £75m by 2023.
- Since the first hard seltzer brands started launching in the UK in 2019, there has been a rush of entrants, from some of the largest multinationals – AB Inbev, Coca Cola, White Claw, and Kopparberg – to small independents and start-ups, such as DRTY, Good One, Served.
- Hard seltzers reached $4.5bn in global sales value within 7 years of the category emerging in the US.
- The UK Hard Seltzer consumer looks different to the US hard seltzer consumer: 46% of UK cocktail consumers are likely to try hard seltzers, while only 26% of UK beer consumers are likely to try hard seltzers.
The report was compiled and authored by Matthew Langley, who is a food and drink insights, strategy and brand expert with more than 19 years’ experience. He previously authored the first four editions of the Weston’s category report, the annual analysis on the cider category.
It also includes commentary and predictions from industry and category experts, including Waitrose buyer John Vine, consumer insights director alcohol at Kantar Worldpanel Tom Mallett, and CGA Strategy’s Tom Mulcauley.
Mallett said: “Hard seltzers are an exciting addition to the GB market. Although it is still early days, the growth seen in the US suggests a positive future for the category in GB and should further boost the growth of the strongly performing RTD category.”
The DRTY Hard Seltzer report can be read here.
